Research
Projects Overview
You can filter the research projects by topic, contact person and year.
Smart Machines
2023
The Human Factor in Virtual Influence
Brands often select human-like virtual characters because they are believed to foster a stronger bond of trust with consumers, potentially i
AI at the Point of Sale
This research aims to shed light on consumer preferences for interacting with digital sales assistants in physical retail settings.
Purpose Through the Digital Lens
How are online visibility and the perception of brand purpose related?
Shopping Companions
What does the ideal digital shopping companion look like from the consumers' perspective?
Decision support at the point of sale through social robots
How can recommendation systems be designed with social robots in a way that they are perceived as useful by customers?
Emotional vs Rational Robot Shopping Assistants
This projects studies how interactions with a social robot, designed to emulate human shopping assistants, impact consumer decisions.
Decision-Making
Digital Nudges for Sustainable Online Shopping
This project explores how product presentation such as filters, sorting, and sponsored content impact shopper's choices.
Sustainability
Sustainable brands, sustainable purchases?
Given the flood of sustainability claims and labels, the question therefore arises: When does sustainability actually reach customers and
Maybe Compensations
Some consumers are unwilling to pay the price premium for carbon compensations. We test a novel nudge to reduce costs to consumers.
How much is the (labelled) pig?
Scope of the project is to examine the willingness to pay of consumers for pork marked by the planned german animal husbandry labelling.
Brand Touchpoints
Marketing in the Metaverse
The vision for the future of the Internet is metaverses – virtual, immersive worlds instead of websites. What does this mean for marketing?
Value Contribution of Strategic Foresight Methods for Market-Related Corporate Decisions
Strategic foresight aims at creating a competitive advantage by identifying trends and understanding their impact on the company, its ...